The Burgisto: Penetrating Dubai’s Competitive Burger Market
Situation: Creating Brand Identity for Burger Chain Launch
Rael Premium Food is a food and beverage distribution company located in Dubai and operations throughout the Middle East.
When Burgisto wanted to launch a chain of Burger Fast Food outlets, it needed a brand strategy and visual identity that would help it penetrate a highly competitive market segment.
The UAE and other Middle Eastern countries are embracing “American style” fast-food chains and the market segment is maturing rapidly with saturation with insight. The fast-food market requires brands that communicate quality, appeal, and unique positioning. The Burgisto needed a brand identity that would enable market entry and mind-share gain quickly and surely.
Task: Create Brand Strategy and Visual Identity for Market Penetration
The challenge required:
- Market penetration: Brand strategy that penetrates highly competitive market segment
- Brand strategy: Complete brand strategy development enabling market entry
- Visual identity: Visual identity that helps market penetration
- Mind-share: Brand that gains mind-share quickly and surely
- Brand naming: Brand name that sounds American with European slant
Action: Strategic Brand Development
Brand Strategy: Positioning for Mind-Share
They reached out to Spellbrand Dubai to help them with their Dubai Burger Chain Branding journey. Rael has been distributing to fast food joints for over 25 years and has an infrastructure and network to rival any of the major fast-food brands. The UAE and other Middle Eastern countries are embracing “American style” fast-food chains and the market segment is maturing rapidly with saturation with insight.
A positioning strategy is vital to be able to not only enter such a market but also gain vital “mind-share” to be able to then gain any market share. The talented Positioning Strategy team at Spellbrand, headed by master strategist Mash Bonigala, dug deep, researched, brainstormed, and came up with a positioning strategy that enables Rael to not only enter the market but also gain mind-share quickly and surely. Also outlaid were marketing campaigns and content marketing strategies.
Brand Naming: The Burgisto
To succeed with this brand, the client needed a brand name that not only sounded American but also had a bit of the European slant to it. We came up with a few names that matched these criteria and the name “The Burgisto” was finally chosen. It is a fun name that is easy to remember and can be used effectively in campaigns to build brand recall.
Brand Identity: Emblematic Design
After the name was chosen, we set to work creating a visual identity language that matched the brand strategy that we had set out. This included a simple yet iconic and powerful logo design incorporating a couple of elements from the parent brand’s old logo and also making it into an emblematic design that would work well within the fast-food market segment. We also incorporated the parent brand name into the logo to transition the company into this new venture and still tie back to its heritage.
Extending the logo design into the package design as well as the various visual touchpoints of the fast-food joint was the next step and this included designing the burger boxes, napkins, chip holders, burger wrappers, coffee, and juice cups, trays, and more. In fact, we are currently working hard on designing the burger joint interiors after which we will start working on the various print and media exposure designs including billboards, adverts, and more.
Result: Brand Identity That Gains Mind-Share
The brand identity we created for The Burgisto successfully enables Rael Premium Food to enter the competitive Dubai burger market. The comprehensive brand transformation delivers:
Strategic Outcomes
- Market penetration: Brand strategy successfully penetrates highly competitive market segment
- Brand strategy: Brand strategy successfully enables market entry
- Visual identity: Visual identity successfully helps market penetration
- Mind-share: Brand successfully gains mind-share quickly and surely
- Brand naming: Brand name successfully sounds American with European slant
- Complete brand system: Positioning strategy, brand name The Burgisto, emblematic logo, package design, and visual language create unified experience
Implementation Success
Today, The Burgisto uses this comprehensive brand identity to attract customers in Dubai and throughout the Middle East. The positioning strategy, combined with the fun brand name “The Burgisto” that sounds American with a European slant, and the simple yet iconic emblematic logo design that incorporates parent brand elements, creates a complete brand identity system that extends to all visual touchpoints from burger boxes to interiors. The brand successfully positions The Burgisto as a burger fast food chain launched by Rael Premium Food, a food and beverage distribution company with over 25 years of experience and infrastructure to rival major fast-food brands, with a positioning strategy that enables market entry and mind-share gain in the rapidly maturing American style fast-food market segment, gaining mind-share quickly and surely.
